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2018

ANNUAL SEM I N AR

M AR CH 1-3, S A 2N0 1D8I E•GOM O N I S2AN 0 1 8D IEG O H O TEL

SAN DIEGO

2018

THOUGHT LEADERS IN SCHOOL COMMUNICATIONS #CalSPRA2018


PRESIDENT’S MESSAGE

W

the 2018 CalSPRA Welcomeelcome to the to 2018 CalSPRA Annual Seminar! Annual Seminar!

Thank forcoming comingtotobeautiful beautiful San Diego and for taking time ou Thank you you for San Diego and for taking time out of your here. busy schedule to be here.

The Boardand and I are pleased The Executive Executive Board I are pleased to to present to you to the bigg ofpresent CalSPRA. know that this in conference and this organization to youPlease the largest conference CalSPRA history. know thatand this your efforts that we continue to without YOU. It isPlease thanks to you conference and this organization would not be possible without programming that you will experience over the next few days. YOU. It is thanks to you and your efforts that we continue to provide the quality programming that you will experience during We about reconnecting with you and learning from one the are nextexcited few days.

opportunities and challenges that we face on a daily basis as schoo We are excited about reconnecting with you and learning from professionals. one another about the exciting opportunities and challenges that we face on a daily basis as school public relations professionals.

Thank you to our sponsors for their continued support and to all of o Thank you our sponsors for their continued and to all believed into what we do. This event and our support programming could not of our stakeholders that have believed in what we do. This event and our programming could not happen without you.

As an organization, CalSPRA is proud to serve you and we are exc As an organization, CalSPRA is the proud to servethat youwe andwill wetake are from her during this conference and in learning the learning that will come during this conference toexcited come.about Cheers! and develop in the months to come. Cheers!

Manny Rubio, CalSPRA President 2017-2018

-Manny Rubio, CalSPRA President 2017-2018

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CALSPRA OFFICERS PRESIDENT

Manny Rubio Grants and Communications Director Sweetwater Union High School District

PRESIDENT-ELECT

Nathan Quevedo Media and Communications Manager Merced County Office of Education

TREASURER

Kindra Britt Community Affairs Director Placer County Office of Education

SECRETARY

Jennifer Dericco Public Information Officer Santa Clara Unified School District

PAST PRESIDENT

Music Watson, APR Chief Communications and Public Relations Officer San Diego County Office of Education MEMBERSHIP CHAIR Nadege Johnson Sweetwater Union High School District COMMUNICATIONS CHAIR Jessica Hull Monterey County Office of Education APR CHAIR Naomi Hunter, APR Naomi Hunter Communications

REGIONAL CHAIR CENTRAL VALLEY Heather McGowan, MA APR Sounding Board Marketing & Communications REGIONAL CHAIR SOUTHERN CALIFORNIA Ryan Foran Arcadia Unified School District

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SEMINAR AT A GLANCE Thursday, March 1, 2018 10:00 AM - 4:30 PM

Seminar Registration - East Foyer

1:00 PM

Seminar Kickoff and Welcome - Salon CDE CalSPRA President Manny Rubio NSPRA Southwest Vice President Trent Allen, APR

1:30 PM

General Session - Salon CDE Jack O’Connell & Kevin Gordon, Capitol Advisors

2:15 - 2:30 PM

Snack Break - East Foyer Sponsored by Alboum Translation Services, ImageMasters and MarketVolt

2:30 - 3:30 PM

Breakout Sessions Salon A, Salon B, Salon CDE

3:40 - 4:30 PM

Breakout Sessions Salon A, Salon B, Salon CDE

5:30 - 8:00 PM

CalSPRA Cruise Sponsored by Blackboard

Admiral Sponsor

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SEMINAR AT A GLANCE Friday, March 2, 2018 8:00 AM - 5:00 PM

Seminar Registration - East Foyer

7:30 AM - 9:00 AM

Breakfast - East Foyer Sponsored by Finalsite

9:00 - 10:15 AM General Session - Salon CDE Carrie Sawyer, Diversity & Inclusion Manager, Qualcomm 10:30 - 11:30 AM

Breakout Sessions Salon A, Salon B, Salon CDE

11:45 - 12:45 PM

Lunch - Palm Terrace, 6th Floor Sponsored by Monsido

1:00 - 2:00 PM

Breakout Sessions Salon A, Salon B, Salon CDE

2:10 - 3:10 PM

Breakout Sessions Salon A, Salon B, Salon CDE

3:10 - 3:30 PM

Snack Break - East Foyer Sponsored by Alboum Translation Services, ImageMasters and MarketVolt

3:30 - 4:30 PM

Breakout Sessions Salon A, Salon B, Salon CDE

5:00 - 6:00 PM

West Happy Hour Zumbido’s in The Omni lobby

6:30 - 8:30 PM

Group-led Dinners Various Locations

9:00 PM

Peachjar Karaoke Party Werewolf, 627 4th Ave 5


SEMINAR AT A GLANCE Saturday, March 3, 2018 8:30 - 9:00 AM 9:00 - 10:00 AM

Breakfast - East Foyer Sponsored by eSchoolView Excellence in Communication Awards Salon CDE Hosted by NSPRA President Tom DeLapp

10:15 - 11:30 AM General Session - Salon CDE National Conflict Resolution Center - 10 Tips for Managing Conflict 12:00 - 2:00 PM

CalSPRA Board Meeting - Boardroom 1

Captain Sponsor


CALSPRA CRUISE INFORMATION Stairway Across Convention Center

Pedestrian Bridge

The CalSPRA Cruise boards at 5:30 PM Thursday from the Fifth Avenue Landing and departs at 6:00 PM for a two-hour cruise around San Diego Bay. From the Omni, there is a pedestrian bridge and a stairway across the convention center to the landing. Questions? Ask a CalSPRA Board member!

Thank You to Our Sponsors!

eSchoolView


BREAKOUT SESSIONS THURSDAY, MARCH 1, 2018 1:00-1:30 PM

Salon CDE

Seminar Kickoff and Welcome

CalSPRA President Manny Rubio NSPRA Southwest VP Trent Allen, APR

1:30-2:15 PM

Salon CDE

GENERAL SESSION Education Policy and Forecast Update

Capitol Advisors, Jack O’Connell & Kevin Gordon California public schools will find 2018 to be an incredibly impactful year as we engage in the full implementation of the dashboard accountability system while also ramping up the full implementation of the Local Control Funding Formula. The year will also see the beginning of huge political shifts as elections bring new leadership to California at every level. The issues and the politics will be the focus of this session that will prepare participants for a look at the communications challenges of the coming year.

2:30-3:30 PM

Salon CDE

School PR 100A: Setting the Foundation: Research, Evaluation & Strategic Planning Trinette Marquis-Hobbs, APR - SchoolPRPro

Whether you’re a new school PR professional or would like to be refreshed and inspired to try new approaches, this series of sessions is for you. In this first session, we’ll go through how the four-step PR process can be directly applied to school communication, with a deep dive into easy research and evaluation methods. We’ll also cover a simple communication plan template you can use for any issue. 8


BREAKOUT SESSIONS THURSDAY, MARCH 1, 2018 2:30-3:30 PM

Salon A

Hello, My Name Is...

Scott Bailey, Mary Perry - Desert Sands USD Hello, my name is... These words are uttered by incoming school district superintendents all too often in the world of public education. Studies show the average tenure of an urban school district superintendent is 3.18 years. This presentation will demonstrate how a talented district communications staff joined an incoming superintendent to launch a successful entry plan. You will walk away from this presentation with proven, practical, and replicable best practice ideas, as well as digital and print media campaign strategies.

2:30-3:30 PM

Salon B

In with the New, Out with the Old: News Blog to e-newsletter Evita Tapia-Gonzalez, Liliana Mota - Corona-Norco USD

Turn your district news blog into an e-newsletter to share on social media! Help keep your community informed by sending out a biweekly e-newsletter with events happening around your district. Provide a live-stream feed of your social media sites on your news blog for real-time updates! Personalize your stories and boost readership and blog subscribers. Learn how to use social media platforms to spread positive news about your district and best practices to boost followers/likes!

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BREAKOUT SESSIONS THURSDAY, MARCH 1, 2018 3:40-4:30 PM

Salon CDE

After the Crisis: A Deeper Look into the Role School PR Plays in the Healing Process Justin Grayson - Riverside Unified School District

When the father of a first-grade student was killed by police inside of a Riverside classroom after taking a teacher hostage for more than six hours, it left an entire community stunned and shaken, and students afraid to return to school. From the moment a crisis begins, we communications professionals must rely on guts, instinct and professional skill to truly prepare for what will come in the hours, days and weeks ahead. Learn about how Riverside USD used social media, mass notification, and a creative campaign to move the situation from tragedy to togetherness.

3:40-4:30 PM

Salon A

Media Relations 101

Michelle McDonald - Alameda County Office of Education & Terilyn Finders - Fagen, Friedman and Fulfrost The reporter is looking for a quote or a sound bite. The TV truck is on the way to your district office or your school site. It’s time to be calm, cool, responsive and on-message. It might even be the appropriate time to say, “no comment.” This session will present best practices, tips and ways to prepare to help you become a more effective communicator with media - both print and broadcast, including on-thespot interviews, crisis communications and building beneficial relationships with media before they call.

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BREAKOUT SESSIONS THURSDAY, MARCH 1, 2018 3:40-4:30 PM

Salon B

Raise Your Brand, Raise Your Enrollment

Anthony Millican - Chula Vista Elementary School District Public schools need to be on parents’ radar early and often. Parents need to know public schools are the first and best option for the education of their children. This session will provide insight into the goals, strategies and tactics to increase awareness — and enrollment — in public schools. Learn about public school, charter school, and private school enrollment trends as well as national and local research on parent decision-making. This presentation will share how targeted marketing can make all the difference in whether the right audience hears your message.

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BREAKOUT SESSIONS FRIDAY, MARCH 2, 2018 9:00-10:15 AM

Salon CDE

GENERAL SESSION Inclusive Communications

Carrie Sawyer, Inclusion and Diversity Manager, Qualcomm This keynote workshop will explore the impact of diversity and inclusion on our society and why it matters everywhere – from Corporate America, to education and beyond. What topics are trending in D&I? How are companies charting their own course as they work towards building representative workforces and more inclusive cultures? This keynote will cover current D&I trends and topics and then dive into what we can learn and apply in our own areas of influence, with a focus on the intersection of inclusion and communication. A framework will be presented that attendees can take away and use to build more inclusive communication strategies as both audiences and needs change over time.

10:30-11:30 AM

Salon CDE

School PR 100B: Strategic and Systemic Messaging Trinette Marquis-Hobbs, APR - SchoolPRPro

The second in a series for new professionals or those who want some inspiration, we’ll focus on developing effective and authentic messaging and using a systemic approach to get them to the right audiences. We’ll also cover ways to expand your team - even if you don’t have the budget to hire. Each session stands alone, so it’s okay if you missed the first one!

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BREAKOUT SESSIONS FRIDAY, MARCH 2, 2018 10:30-11:30 AM

Salon A

Digital Accessibility: You Don’t Have To Make This Journey Alone Julie Thannum, APR, Assistant Superintendent for Board and Community Relations, Carroll ISD in Southlake, TX Steve Ostler, Director of Product Marketing, Blackboard Inc. Accessibility is quickly becoming one of the most talked about issues facing education. But staying on top of it can be as challenging as getting compliant in the first place. In this session, Julie Thannum joins us virtually to share her expertise on what’s causing all the excitement, how her district deals with optical character recognition complaints, and where to look for help. You’ll also have a chance to hear from Blackboard’s accessibility guru, Steve Ostler, who can bring you up to speed on how to stay ahead of accessibility issues. Come ready with your questions, and get ready to take lots of notes!

10:30-11:30 AM

Salon B

How to Talk with Data-Driven Parents About School Rankings Naomi Hunter - Naomi Hunter Communications

A school is so much more than a 1-10 ranking, but in a consumer-driven society where shoppers use numeric rankings to select everything from restaurants to cars, how do we get parents to weigh a broader set of criteria when choosing a school? In this session, participants will learn trends around school choice, tips for holding a positive and productive parent information session, understand how to post positive content on sites such as Great Schools and work together to brainstorm answers to tough questions specific to their district.

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BREAKOUT SESSIONS FRIDAY, MARCH 2, 2018 1:00-2:00 PM

Salon CDE

When Disaster Strikes: Lessons Learned from the 2017 Wildfires Beth Berk, Santa Rosa City Schools Elizabeth Emmett, Napa Valley USD Jamie Hansen, Sonoma COE Seana Wagner, Napa COE Music Watson, APR, San Diego COE

Communications directors from Northern and Southern California school districts and COEs will share, in panel format, insight into lessons learned regarding before, during and after historic and devastating wildfires that burned more than 7,300 homes and buildings, killed more than 40 people and, of course, closed and damaged schools. With mass evacuations and loss of power, internet and Wi-Fi capabilities, emergency response and emergency communication were incredibly difficult, for even the most seasoned teams. You’ll get insight into the roles communications personnel played and the old school and high-tech tools they deployed, and benefit from the lessons learned.

1:00-2:00 PM

Salon A

“What Do You Mean I Don’t Have Permission To Publish This?” David Soldani, Partner & Mark Breese, Partner - AALRR

Join us for an overview of laws that every public information officer working in the digital age should know. In this session, we will explore the current state of the law as it pertains to obtaining and using images and videos in your internal and external communications including your use of social media, drones, videos and other tools of the modern-day public information officer.

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BREAKOUT SESSIONS FRIDAY, MARCH 2, 2018 1:00-2:00 PM

Salon B

Helping Students and Employees Tell Their Stories Stacy Brandt - San Diego COE

We all want to tell those powerful stories that highlight the great work going on in the classroom, but sometimes it’s easier and more impactful to let the students or employees tell their own tales. In this session, we’ll explore ways to get content directly from employees and students as well as some of the ways to use what you get. We’ll discuss some of the tactics the San Diego COE’s Communications team has used to collect engaging content, including classwork, art, photos, and first-person stories.

2:10-3:10 PM

Salon CDE

School PR 100C: Crisis, Media and Demonstrating the Value of PR Trinette Marquis-Hobbs, APR - SchoolPRPro

We’ll finish the final session with a focus on being prepared when a crisis hits, creating positive and accountable relationships with media, and ensuring that you are collecting and reporting the information that demonstrates how valuable PR is to the organization.

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BREAKOUT SESSIONS FRIDAY, MARCH 2, 2018 2:10-3:10 PM

Salon A

Community Readers: Building Community Partners with an Award-Winning Volunteer Program

Angela Griffin Ankhelyi - Folsom-Cordova USD Do you have schools that lack volunteer participation? Are you looking for a cost-effective way to support student achievement and engage the community? A meaningful volunteer program can be a great way to onboard individual and organizational community partners. The Community Readers reading tutoring program was developed at Folsom Cordova USD to address all these issues — and it’s working. Find out how this program has helped improve civic and community perception and created a cadre of trusted community supporters to echo positive communication about our students, schools and district.

2:10-3:10 PM

Salon B

County Offices: Our Differences Make Us Similar

Kindra Britt, Placer COE & Tim Herrera, Sacramento COE Are you a County Office PIO? Better yet, are you a one-person shop? Have you ever answered this question: “What does a county office of education do?” If you answered yes to any of these, join us as we gather all of our county office folks in one room. We are different from a district, and quite frankly, we are different from each other, so let’s discuss how we can work together. Come prepared to share some best practices from your office, as well as to openly discuss challenges.

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BREAKOUT SESSIONS FRIDAY, MARCH 2, 2018 3:30-4:30 PM

Salon CDE

A Case Study: Monterey Peninsula USD’s Fiscal Outlook Marci McFadden - Monterey Peninsula USD

Communicating the good news about school districts is easier than more complex issues, like fiscal challenges, and it can be challenging to find the right balance on when and what to communicate. School districts across California are potentially facing negative fiscal certifications as a result of the rising costs of CalSTRS and CalPERS. Learn how one district saw the fiscal warnings and began proactively addressing the problem. This session will provide a case study on how you can help communicate about fiscal issues to your target audiences.

3:30-4:30 PM

Salon A

Staying on Target: Inspiring Collaboration after the Crisis Daniel Thigpen - Folsom-Cordova USD

If a school system is going to preserve its reputation during a crisis, your strategy must move beyond talking points to action. Giving your stakeholders not just a say but a way to contribute to problem-solving will go a long way to rebuilding trust with families, community members, and employees. In this presentation, we’ll examine four high-profile school district controversies – involving a bullying-motivated tragedy, controversial religious speech, firearms in schools, and racially motivated remarks in the classroom – all of which utilized stakeholder engagement to heal.

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BREAKOUT SESSIONS FRIDAY, MARCH 2, 2018 3:30-4:30 PM

Salon B

Charting the Course to Excellent Teacher Communication

Heather McGowan - Sounding Board Marketing & Communications Teachers are some of the closest and most frequent communicators with families in your organization, and their connections with parents are key to parent engagement and student academic success. While some teachers are excellent communicators, there are others who haven’t checked their email since 1996! Teacher communication is also a key element to schools’ reputations — positive or negative. This workshop will provide communication leaders with the tools they need to be proactive and help facilitate excellent teacher communication in their organizations.

SATURDAY, MARCH 3, 2018 10:15-11:30 AM

Salon CDE

GENERAL SESSION 10 Tips for Managing Conflict

Ashley Virtue & Lisa Maxwell, National Conflict Resolution Center Learn effective tactics when responding to conflict and skills to help individuals navigate challenging conversations. Based on the National Conflict Resolution Center’s experience in the field of alternative dispute resolution, expertise in negotiation/conflict management theory, and practical experience, these tips for improving communication have proven effective and useful. This workshop is a handson, practical course intended for immediate application. Rather than spending a great deal of time on lecturing on the theory behind each tip, NCRC trainers help participants experience how these skills work with a series of exercises, examples and discussions. 18


ACCESSIBILITY: ARE YOU DOING IT

WRONG? LAKE PARK SCHOOL DISTRICT

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Student Storytelling Competition Winners Announced! Congratulations to Lucas Miller, our storytelling competition winner! Thank you to everyone who participated this year. SEE WINNERS

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STORYTELLING COMPETITION WINNERS

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2018 CalSPRA Seminar Program  

CalSPRA's annual conference presents an exciting and diverse lineup of speakers, relevant workshops and practical skill sessions for communi...

2018 CalSPRA Seminar Program  

CalSPRA's annual conference presents an exciting and diverse lineup of speakers, relevant workshops and practical skill sessions for communi...

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